Waterhouse's multi-million dollar NRL deal put under microscope

TOM Waterhouse likes to talk about what he is not. He wasn't born to be a footballer, he wasn't born to win a golf major and he'll never wear the baggy green, according to his well-worn TV commercials.

But a Senate committee now wants to know what Waterhouse is. Is he a bookmaker or a commentator?

The gambling reform committee is considering claims that sports fans are having live odds ''rammed down their throats'', as one senator, Nick Xenophon put it, and whether commentators should be allowed to spruik for gambling companies at all.

There is growing concern that the on-air discussion of odds by pundits like Waterhouse is ''normalising'' the relationship between live sport and gambling.

Rugby League legend Andrew Johns recently told radio station Triple M that his young son talks about football teams in terms of what odds they are to win.

The gambling reform committee, which is due to meet in Canberra on Tuesday afternoon, has asked the National Rugby League to appear when its hearings move to Sydney next week.

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Committee chairman Andrew Wilkie said the NRL had agreed to appear but the NRL did not return calls.

Members of the committee told Fairfax Media the cross deal between the NRL, Channel Nine and Waterhouse would be explored.

The 30-year-old reportedly inked a deal worth $50 million over five years to become the NRL's gambling partner from season 2013 onwards. He cut a side deal with Channel Nine, worth $15 million, for exclusive access to the live coverage of rugby league and appearances on the NRL and AFL footy shows.

Mr Xenophon said: ''Tom Waterhouse has pushed the envelope to the extent that it has now got to the point that it's out of control and there needs to be a legislative response.''

He has called on the Commonwealth to step in to outlaw gambling coverage on ''G-rated'' sports coverage consumed by children, saying state-based regulation was insufficient, as was an attempt by sports to implement a code of conduct.

Malcolm Speed, executive director of the Coalition of Major Professional and Participation Sports, which represents the NRL, AFL, the Australian Rugby Union and Cricket Australia among others, told the committee when it met in Melbourne recently that steps had been taken to pare back the saturation of gambling in live sports coverage.

A new code of conduct, yet to be ratified by the Australian Communications and Media Authority, requires that ''commentators'' do not promote live odds, there no promotion to children and no promotion of live odds during play - although it is acceptable to plug changing odds during breaks in play like half-time.

Opponents question whether Waterhouse fits the definition of commentator or specialist gambling representatives. In the first weeks of the season, he has been commenting directly on the game.

On Friday Nine used head commentator Ray Warren and Phil Gould in a panel discussion with Waterhouse on the next day's races. Nine had not responded to questions at 1.30pm.

Christopher Hunt, from the gambling treatment clinic at the University of Sydney, said the advertising of odds links gambling to ''notions of winning and excitement''. ''The constant promotion of wagering odds during sporting matches, both support the development and maintenance of problem gambling,'' he said.

Mr Wilkie said: ''Speaking as Andrew Wilkie the Member of Parliament, I can tell you there is very serious concern in the community about gambling advertising, particularly in TV sports coverage when children are watching.''